Campaign Type:
Lead Generation |
Instant Forms |
Landing Page
Campaign Period:
May–June
Role:
Digital Account Manager
Programme Overview
Managed a Meta Ads lead-generation campaign
designed to establish a scalable pipeline of
prospective student enquiries while improving
both lead volume and lead quality.
The campaign evolved from basic Instant Form
acquisition into a structured funnel combining
audience targeting, geographic optimisation,
lead qualification, educational content and
landing-page conversion.
Business Challenge
The client required a consistent pipeline of
prospective student enquiries while reducing
irrelevant leads and maintaining an efficient
acquisition cost.
The initial campaign generated leads at
approximately
$2.73 CPL
.
The objective was therefore to improve targeting
and qualification first, before scaling volume.
Strategic Approach & Responsibilities
Analysed initial campaign performance and
identified CPL inefficiencies.
Refined audience targeting around relevant
demographic segments.
Concentrated spend on higher-potential
geographic areas.
Removed unnecessary and lower-performing
locations.
Introduced qualification questions within
Meta Instant Forms covering:
Course interest
Expected budget
Previous industry experience
Career motivation
Other suitability indicators
Communicated course pricing within the lead
journey to encourage self-qualification.
Developed a dedicated landing page covering:
Course pricing
Course duration
Programme details
Career opportunities
Employment opportunities
Market demand
Created a more informative customer journey
before conversion.
Reduced CPL through targeting and lead-form
optimisation.
Scaled lead volume while maintaining the
improved acquisition cost.
Acquisition Funnel
Targeted Audience
→
Meta Ads
→
Lead Qualification
→
Educational Landing Page
→
Lead Capture
Performance Results
$2.73
Initial CPL
$1.80
Optimised CPL
34.07%
CPL reduction
Lead Generation
456
Leads generated in one month
$1.80
Cost per lead
$820.80
Implied monthly ad spend
Business Impact
Reduced acquisition cost by
34.07%
.
Generated
456
prospective student leads in a 2 months.
Improved lead relevance through qualification
questions.
Used pricing and educational content to support
prospect self-selection.
Concentrated investment on higher-potential
locations and audience segments.
Established a structured acquisition funnel
rather than relying solely on Instant Form
volume.
Created the ability to scale lead volume
without proportionally increasing acquisition
cost.
Strategic Value
The campaign demonstrated that Meta Ads
performance could be improved by optimising
the entire acquisition journey, rather than
focusing solely on ad delivery.
The combination of audience strategy,
geographic optimisation, lead qualification
and landing-page education reduced CPL while
maintaining significant lead volume, creating
a more scalable and commercially efficient
student acquisition model.